A viral video created by Uniform to promote stage show Ghost Stories is to become a Canadian TV commercial.
The Liverpool agency originally created the film to promote the play's run at the Liverpool Playhouse and the Lyric Hammersmith.
It will now be used to drum up interest as the show goes international, beginning its run at the Panasonic Theatre in Toronto on 1 April.
Produced in the style of a horror film trailer, the video was conceived as a means of attracting new audiences to the Liverpool and London theatres.
It was then turned into a cinema ad, running across 178 Odeon cinemas in London and the South East to promote the show's move into the West End and the Duke of York's theatre.
Tim Sharp, design director of Uniform, said: “Obviously we’re delighted to be part of the show’s success as it rolls out internationally. Ghost Stories has continued to gain momentum and social media can play a major part in that nowadays, but it was as much to do with the style of the viral and the campaign, as using social media itself.
“Clearly we are working with a great product, but we’re keen advocates of using new, non-traditional routes to build theatre audiences. Theatres need to work harder to identify with people who wouldn’t normally go to there and a show like Ghost Stories can do that, but the campaign has to feel authentic to the show."
The TV ad goes live on Canadian TV from Monday.